To be as informed as possible, all Japanese beer lovers should read The 2007-2012 Outlook for Craft Beer in Japan. This amazing document was put together by ICON Group International in 2006.
I tried to read the description of the report, but I got bored after two lines. What a crock.
Oh yeah, and to buy a copy of it will cost you a cool 63,755.03 yen. If you buy that, I have a great condo here in Toei with a lovely mountain view I'll sub-let to you....
2 comments:
Amazingly, or maybe not, I could not find a library in Japan that had this f**kin' book! I guess not many academics are interested in the topic!
Being the end of the fiscal year, my school library just might have ¥63,755 to spit up for it, so I'll ask them to get it.
Mark
Actually that is not a bad price for a research report. Problem is they are studying an industry that has way too many unknown factors to predict things with any accuracy. In fact, companies that actually might want to put the time, effort and cash to read this report and come up with a plan are much better off just creating their own demand out of thin air. It is just taking numbers and regurgitating them and trying to make some type of quantitative analysis. Nothing qualitative about the report at all I am sure.
I will give a one page summary prediction for half the price if anyone wants to know.
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